At Singular, we’ve spent considerable time imagining and planning for a world where mobile apps and marketers would have to survive in a privacy-safe environment without a common device identifier like IDFA on devices. This presentation will review: 1. What is the IDFA? 2. Repercussions should it be removed 3. Fingerprinting limitations 4. Introduction to the Mobile Attribution Privacy (MAP) working group

1. A world without IDFA
Mobile Attribution Privacy (MAP)
Gadi Eliashiv, CEO & Co-Founder of Singular

2. We simplify
marketing data

3. Visualization
Excel
Tableau
BI
Fraud
Prevention
Detection
Marketing
Channels
Attribution
MMP
Web
MTA
Complex
universe

4. Our approach:
The foundation
Unified
Marketing Data
Connectors
Governance
Combining

5. Our approach:
The evolution Automation
Audience Management
Budget Management
Alerts
Analytics
Performance Analytics
Creatives
Ad Monetization
Unified
Marketing Data
Connectors
Governance
Combining

6. Singular’s
Marketing
Intelligence
Platform
Automation
Audience Management
Budget Management
Alerts
Analytics
Performance Analytics
Creatives
Ad Monetization Attribution
MMP
User
Experience
Deeplinks
Web to App
Fraud
Prevention
Proactive,
Deterministic &
Probabilistic
Unified
Marketing Data
Connectors
Governance
Combining

7. Automation
Audience Management
Budget Management
Alerts
Analytics
Performance Analytics
Creatives
Ad Monetization Attribution
MMP
User
Experience
Deeplinks
Web to App
Fraud
Prevention
Proactive,
Deterministic &
Probabilistic
Unified
Marketing Data
Connectors
Governance
Combining
Vendor
agnostic

8. Unify siloed data, apply attribution and
expose insights to accelerate growth

9. What is the IDFA?
IDFA = identifier for advertisers on Apple iOS
• Similar to an advertising cookie, but cross-domain by nature
• IDFA powers the iOS advertising industry:
• User tracking
• Last-Touch & Multi-Touch Attribution
• Targeting
• Device Graphs

10. Rumor has it...
The IDFA may be going away
UDID → IDFA → Now what?

11. • Last-Touch Mobile Attribution
• Multi-Touch Attribution
• People-Based Attribution
• Fraud Prevention
• Campaign Optimization
• Retargeting
Repercussions

12. Last Touch Mobile Attribution
TODAY
Ad Network Touchpoint MMP
MMP
Deterministic matching
+ Fingerprinting→ →
Data: IDFA, HTTP headers,
link params

13. Last Touch Mobile Attribution
NO IDFA
Ad Network Touchpoint MMP
MMP
Fingerprinting???
→ →
Data: IDFA, HTTP headers,
link params

14. Multi-Touch Attribution
TODAY
Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint
MMP
Deterministic matching
+ Fingerprinting
Data: IDFA, HTTP headers,
link params
PAST PRESENT
TIME

15. Multi-Touch Attribution
NO IDFA
Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint
MMP
Fingerprinting???
Data: IDFA , HTTP headers,
link params
PAST PRESENT
TIME

16. Spoiler about Fingerprinting
Apple recently created a document about their Tracking Prevention Policy on Web:
Policy Circumvention
We treat circumvention of shipping anti-tracking measures with the same seriousness as
exploitation of security vulnerabilities.
If a party attempts prior notice. These restrictions may apply universally; to algorithmically
classified targets; or to specific parties engaging in circumvention.

17. People Based Attribution / Device Graphs
TODAY
Person Identifier Type
1337 gadi@singular.net Email
1337 1b76c365-edf5-4047-9f1d-9d2ecd887369 IDFA
1337 3046bb3e-599a-4099-a5a9-cf0e3453569b IDFV
1337 aae2e6a23c1af08f98b7 Web Cookie
1337 8bbf23a3049abb31
3rd Party
Cookies
Use cases enabled:
1. People based analytics
2. Correct marketing ROI
3. Segmentation & Activations

18. People Based Attribution / Device Graphs
TODAY
Person Identifier Type
1337 gadi@singular.net Email
1337 1b76c365-edf5-4047-9f1d-9d2ecd887369 IDFA
1337 3046bb3e-599a-4099-a5a9-cf0e3453569b IDFV
1337 aae2e6a23c1af08f98b7 Web Cookie
1337 8bbf23a3049abb31
3rd Party
Cookies
Use cases enabled:
1. People based analytics - WORKS
2. Correct marketing ROI - MAYBE
3. Segmentation & Activations - BARELY

19. Fraud Prevention
TODAY
Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint
PAST PRESENT
TIME

20. Fraud Prevention
NO IDFA
• IDFA is the main mechanism to associate marketing touchpoints with installs
• Hard for Fraudsters to generate the right ones
• The data accessible is limited:
• IP
• User-Agent
• HTTP Referrer
• There is no “Google Play Install Referrer” equivalent

21. Campaign Optimization
TODAY
• 99% of media sources receives conversion data to help it optimize:
• Postbacks with IDFA on mobile apps
• Conversion pixels on web
• Offline syncs

22. Campaign Optimization
NO IDFA
• Media sources won’t know if the users they drove are successful
• So...
• What happens to every ad networks’ ability to understand ROAS on the campaigns?
• Creative optimization? Publisher blacklisting?
• What happens to all the brains behind UAC?
• What happens to Facebook’s AEO/VO/MAI optimizations?

23. Retargeting
TODAY
Exchange/
Inventory
Impression for
47b284e7...
Impression for 76f26bb6...
Impression for d1fdac41...
Bidding...
Publisher
Publisher
Publisher
Retargeting
Vendor
Client IDFA Email
Gadi 76f26bb6-59ed-4bf9-9a73-720694481029 gadi@singular.net
Bob 47b284e7-df88-4b9e-8bbf-23a3049abb31 N/A
David d1fdac41-f081-4c47-85e6-3f39274b707e N/A
Alice 27075433-352c-4fe6-aa30-0e5a861038e3 N/A
Users Table
Mobile
Marketer
Please retarget:
76f26bb6-59ed-4bf9-9a73-720694481029
47b284e7-df88-4b9e-8bbf-23a3049abb31
d1fdac41-f081-4c47-85e6-3f39274b707e
27075433-352c-4fe6-aa30-0e5a861038e3
...
IDFA is the
common identifier

24. Retargeting
TODAY
Exchange/
Inventory
Impression for ?...
Impression for ?...
Impression for ?...
Bidding...
Publisher
Publisher
Publisher
Retargeting
Vendor
Client IDFA Email
Gadi 76f26bb6-59ed-4bf9-9a73-720694481029 gadi@singular.net
Bob 47b284e7-df88-4b9e-8bbf-23a3049abb31 N/A
David d1fdac41-f081-4c47-85e6-3f39274b707e N/A
Alice 27075433-352c-4fe6-aa30-0e5a861038e3 N/A
Users Table
Mobile
Marketer
Please retarget:
gadi@singular.net
...
What will be the
new identifier?
Emails?

25. Mobile Attribution Privacy (MAP)
A group of marketing experts to analyze the implications of the removal of IDFA
Email me to join: start@joinmap.org

26. Thank you
Learn more at singular.net